Six steps to designing a great business logo

By: Tailor Brands

Date: 3 June 2019

Your logo sets the stage for the rest of your business branding efforts. It not only tells your audience who you are, but gives them a handy visual symbol by which to remember your business.

Here are six steps to follow when you’re ready to design your business logo.

1. Determine your values

This is a crucial first step, as it will set the foundation for both your logo and your brand. What made you decide to start your business? What drives you to come in to work every day and strive to bring your vision to life?

These values will be the ones you want to emphasize when designing your logo, so it’s important to have a clear picture of what they are.

Then consider your audience - who is your business helping? Don’t be afraid to get specific. Ideally, you’ll be able to imagine the customer who would be the perfect candidate for your services - who they are, where they live (if it’s a local business) and what kind of problem they need solving.

2. Decide on a type of logo

There are three main types of logos: icon-based, initial-based, and combination logos.
Every type of logo has its own advantages. Initial-based logos put the focus on your business name, helping with customer recall, while icon-based logos emphasize an image that reflects what your business does.

You can choose to use your full business name in your logo - although if it’s lengthy,

opt for initials. However, if your business name doesn’t give a clear picture of what you do, you may want to go with an icon instead.

3. Get familiar with fonts

There are thousands of fonts available, which can feel overwhelming. However, they can be broken down into four “families”: serif, sans serif, slab serif and script. Each of these has their own personality - scripts, for example, are elegant and classic, while slab serifs are more modern and funky.

A logo should never use more than two fonts - one for the main text of your logo, and another for the tagline if you have one.

If you do decide to pair fonts together, try to use two that have contrasting styles, but similar “moods”. For example, serifs and sans serifs will generally complement each other, while two different serifs together will likely make your logo look cluttered.

No matter which fonts you go with, make sure that they are easily readable, so your audience can pick your logo out in a crowd.

4. Choose your colours

You may want to do some research into colour psychology before deciding on your logo colours, as different colours have different connotations. People have all sorts of subconscious associations with colours, and you definitely don’t want to send your audience the wrong message.

Try to go with colours that support your brand image. For example, pink isn’t appropriate for a funeral parlour, in the same way that black isn’t a great idea if you run a children’s playgroup.

5. Find a suitable icon

Icons give your audience an extra visual cue, so that they come to associate your business with the image they see in your logo. In this respect, you’ll want to make sure the icon you choose is working for you, and not against you.

The icon you choose should clearly reflect your business name or what you do. Property lettings businesses may gravitate towards using a building or a house; photographers can always do well with a tripod or a camera.

If you can’t find an icon that accurately reflects what you do, don’t force it; you can forgo the icon and move on to the next step.

6. Lay it all out

This is the last piece of the puzzle, now that you have the other design aspects in place. Your logo’s layout is determined by how you position all the elements of your logo. Maybe you’ll want to put your icon front and centre, with your business name under it. Alternatively, perhaps the icon should just be a small, left-hand accent to the rest of your logo, because you’ve chosen such a great font.

Think about where you’re planning on using your logo - will it primarily be used on your website and social media channels, or are you more interested in branding business cards and merchandise? Go with a layout that will best suit the place where it will be seen most frequently.

Ready to create your logo?

Now that you’ve finished these six steps, it’s time to get designing! Make sure to keep your audience in mind as you sift through colours, fonts and icons. Ultimately, you need to create a design that will appeal to them.

Copyright © 2019 Article was made possible by site supporter TailorBrands, a comprehensive branding platform offering graphics design services for SMEs

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